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Click through rate prediction system and method

a prediction system and click through rate technology, applied in the field of online document and ecommerce systems and methods, can solve the problems of low shelf life and become problemati

Inactive Publication Date: 2010-04-01
R2 SOLUTIONS
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  • Abstract
  • Description
  • Claims
  • Application Information

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Problems solved by technology

This may become problematic if the entity (e.g., a job listing) has a low shelf life.

Method used

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  • Click through rate prediction system and method
  • Click through rate prediction system and method
  • Click through rate prediction system and method

Examples

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[0106]The inventors built a CTR model using 21 days (average shelf-life of a job) of data for all computations. Training data were provided for about 40,000 jobs by considering click data from February 16 to March 7 and predicted CTR of March 8. 80% of the data were used for training and 20% were used for validation. The CTR was estimated using regression. The problem was treated as a classification problem by dividing the range between 0 to 1 into 1000 parts (to achieve a 3 point precision in the predicted CTR).

[0107]The methods and systems described herein can be extended to other applications by choosing an appropriate set of features and learning models using logs from respective domains. As times change, different locations become less attractive for jobs, different categories become more popular and so on. Factors change and models will start drifting. Depending on the costs of acquisition of feature values and time required to build the training model, we can decide the frequ...

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Abstract

A computer implemented method comprises analyzing a plurality of attributes of a sample of online documents using a boosted decision tree and generating a model from it. The model is used to predict a click through rate (CTR) of an additional online document based on the analyzing. The predicted CTR is output to a display device, storage medium or network.

Description

FIELD OF THE INVENTION[0001]The present invention relates to online document and e-commerce systems and methods.BACKGROUND[0002]Click-through-rate is an important parameter for online advertising, and is one of the more frequently used measures of the success of an online advertising campaign. A CTR provides a measure of ad effectiveness in terms of user response to the ad. One measure of CTR is obtained by dividing the number of users who clicked on an ad on a web page by the number of times the ad was delivered (impressions). For example, if an ad was rendered 1000 times (impressions delivered) and 7 people clicked on it (clicks recorded), then the resulting CTR would be 0.7 percent.[0003]CTR provides a tool for online advertising service providers to use in setting their cost-per-click contract fee structures, as well as a tool for the advertisers to plan their advertising and sales. CTR impacts publisher's revenue in “pay for performance” business model.[0004]The CTR can be comp...

Claims

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Application Information

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IPC IPC(8): G06Q30/00G06Q40/00G06Q20/00G06Q90/00
CPCG06Q10/04G06Q20/102G06Q30/0283G06Q30/0242G06Q30/02
Inventor TULADHAR, LOOJAGUPTA, MANISH SATYAPAL
Owner R2 SOLUTIONS
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